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4.1 Describe what is meant by 'unethical advertising' - NSC Business Studies - Question 4 - 2016 - Paper 1
Question 4
4.1 Describe what is meant by 'unethical advertising'. 4.1.2 Use information from the article above to explain why Cell C's advertisement is unethical. 4.1.3 Recom... show full transcript
Worked Solution & Example Answer:4.1 Describe what is meant by 'unethical advertising' - NSC Business Studies - Question 4 - 2016 - Paper 1
Step 1
Describe what is meant by 'unethical advertising'.
Answer
Unethical advertising refers to practices employed by businesses that use misleading, deceptive, or dishonest tactics in their marketing strategies. This can include making false claims, exaggerating product benefits, or employing emotional manipulation to influence consumer behavior.
Step 2
Use information from the article above to explain why Cell C's advertisement is unethical.
Answer
Cell C's advertisement is unethical because it relies on the misleading use of the '4G' logo, which suggests a superior level of connectivity. However, consumers may confuse this with the more established '3G' technology, leading them to believe they are receiving better service than what is actually provided. The Advertising Standards Authority's findings indicate that consumers were misled about the actual capabilities of their broadband services.
Step 3
Recommend FOUR ways in which unethical advertisements could be addressed.
Answer
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Establish Clear Advertising Standards: Companies should adhere to strict guidelines that define truthful representations and ensure that claims made in advertisements are substantiated.
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Implement Internal Review Mechanisms: Businesses should have a review process in place to evaluate advertisements before they are released, ensuring compliance with ethical standards.
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Engage the Advertising Standards Authority: Collaborating with industry regulators, such as the Advertising Standards Authority, can help ensure that marketing practices are ethically sound and in line with legal requirements.
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Educate Marketing Teams: Providing training for marketing professionals on ethical advertising practices can foster a culture of responsibility and awareness regarding the impact of their strategies on consumers.